
I'm sure you saw that Kobe Bryant scored an otherworldly 81 points the other night, thereby becoming the second highest single game scorer in NBA history behind only Wilt Chamberlain's famed 100 points in Hershey, Pa. It was a rather awe inspiring performance, not the least because of the effort it took to heave up 70 something shots. That said, how far did that performance, and Kobe's past month in which he's averaging over 40 points, go towards winning back the love and respect he used to enjoy before the Colorado incident?
One of the most interested and certainly the most delighted observers of the 81 point performance had to be Nike chairman Phil Knight, whose timing could hardly have been better. Nike was just about the only significant company to
retain its endorsement contract with Bryant and is debuting a new signature shoe, complete with a national TV commercial, on February 9.
So, has Kobe rebuilt his "brand equity" with the sports public? To a great extent he has, but he will never be able to return to his former high level. His idea that he should remain quiet and let his performance speak for itself has for the most part been effective. His jersey is now the fifth highest selling jersey among NBA players and that was last month before the recent run of truly mind boggling numbers. It will only increase from there. Yet, the stain of Colorado will never truly wash completely away. I agree with this sentiment expressed by Paul Swangard, a sports marketing expert at the University of Oregon:
"...… It's no accident that a company like Nike that wants to target kids with their basketball shoes would be on board, whereas family-consumer brands that are more like McDonald's and Sprite are probably still a little reticent to come back into the fold."
Then, as pointed out in the LA Times article, there is the issue of Kobe's relationship with other players. A
GQ magazine survey of athletes listed him in number 5 among athletes most disliked by their peers. That's not too surprising considering the style of play Kobe has engaged in this season and for most of his career. He has always been a selfish player, but this season it has gotten extreme. You don't score 81 points by handing out a lot of assists. Phil Jackson has always had issues with Bryant's inability to be a team player. In fact, he called him uncoachable in his last book. Granted, when Kwame Brown is on the receiving end of your passes, you're much less inclined to pass, but there are other capable Laker players on the court with him besides Brown. It wouldn't hurt Kobe to involve some of them in the offense once in a while.
All in all, as Kobe continues his assault on scoring records, he is continuing to rehabilitate his standing with the fans. The Laker fan base is enthralled with him once again, at least for now. As long as this other-worldly scoring binge continues, fan enchantment will be assured. When it ends, if it ever does, the purple and gold clad faithful will look at the standings and see the Lakers fighting for a playoff berth. However, if they fail to make the playoffs again, all the blame may be laid at Kobe's feet and a great deal of the good will he will have built this season may be lost.